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Human values drive dierent kinds of abstract behaviour, while established value scales are pervasive in survey research. We focus on analyzing the relationship between human values and voting in elections, introducing a new methodology to analyze how value profiles relate to political support over time. To illustrate our procedure, we investigate the Dutch multi-party political system. Values measured using rating scales over five waves of the European Social Survey, spanning 2002 until 2010, are analysed. Whilst previous research have focused on values separately, we (1) relate all political parties participating in the election to human values using a segmentation approach in which value profiles are used instead of individual values; (2) compare voting over time; (3) include non-voters; and (4) adjust for individual dierences in response style. The adjustment for response styles allow us to uncover valid insights into the relationship between values and voting. We find evidence that specific value profiles are related to voting for certain political parties and that non-voters can also be distinguished by unique value profiles.

Competing for the Same Value Segments: Explaining the Volatile Dutch Political Landscape